I don't know too much of the history on the Divas so I can't comment. But as a new customer who recently puchased speakers via the internet, I can offer the following input to AudioInsider (and any other internet speaker company):
Discounts are key. Maybe anyone will work a deal, but advertise it if you do consider it. While some HT packages are available, add more or say you will work other package deals. This was one weighty reason why I opted to purchase Rockets.
Offering a 'cheaper' finish as an option is smart, kudos. Some people don't care about a wood finish and would rather save the cash. It did make me seriously consider the Swans. In the end, I opted to pay a little more (not a lot) for a nice finish.
Fix the 'shopping cart'. There are a number of bugs there. An internet-only company should have a near bug-free website. (ie only 1 PVC finish item is allowed in the cart).
Complimentary products are needed. While the 5.2 and C3 have the dome midrange, there are no '2.2' or smaller speakers with it that could be used for people who prefer monopoles in the back. Similarly, a 'C4' with the 6.1 midrange would be nice. Hey, that's a cool designator for a center! Big bang!
Overall, the Swans came in second place. If for some reason, the Rockets don't play to my liking, I may go for the Swans, but some package pricing would be needed. Good luck with them, they do look like beautiful speakers.